The rental car industry has a new leader in customer satisfaction. Enterprise Rent-A-Car has secured the number one position in J.D. Power’s 2025 North America Rental Car Satisfaction Study, marking a significant achievement for the car rental giant. With a score of 734 out of 1,000, Enterprise edged out its sister company to claim the top ranking in what represents one of the industry’s most comprehensive customer service evaluations. The results, based on feedback from more than 8,200 travelers, provide valuable insights for consumers planning their next road trip or business travel and seeking the best rental car experience available in the market.
National Car Rental Takes Second Place
National Car Rental secured second position in the rankings with a score of 721 points, demonstrating the strong performance of Enterprise Mobility—the parent corporation that owns both brands. This year’s results represent a slight shift from the 2024 rental car rankings, when National held the first-place position and Enterprise came in second.
The close scores between the two sister companies highlight Enterprise Mobility’s dominant position in delivering quality rental car services across multiple brand identities. Both companies have built reputations on customer-centric approaches and comprehensive vehicle rental options for diverse traveler needs.
Company Leadership Responds to Top Ranking
Bridget Long, Enterprise’s mobility SVP of North American operations, attributed the company’s success to its unwavering focus on customer experience and employee dedication.
“A reputation built on putting people first and delivering exceptional customer service has defined our brands for generations,” Long stated. “I believe a big piece of our success is that our amazing people are relentless in their pursuit of delivering great experiences and meeting the needs of our customers so they can enjoy every moment and make the most of their trip.”
This people-first philosophy appears to resonate with travelers, as reflected in the customer satisfaction scores that elevated Enterprise to the top position.
Complete 2025 Rental Car Rankings
Following Enterprise and National in the J.D. Power rankings, three additional companies rounded out the top five:
Third place: Advantage Rent a Car – This smaller rental car company continues to compete effectively against larger competitors by focusing on value and customer service.
Fourth place: Sixt – The German rental car brand has expanded its North American presence and earned recognition for its premium vehicle selection and digital innovation.
Fifth place: Hertz – Despite recent challenges, Hertz maintained a position in the top five, demonstrating ongoing efforts to improve customer satisfaction.
Bottom-Ranked Companies
The study also identified rental car companies receiving the lowest customer satisfaction scores:
Dollar Rent A Car, Fox Rent A Car, and Payless Car Rental occupied the bottom three positions. These rankings suggest opportunities for improvement in service delivery, vehicle quality, or pricing transparency.
Study Methodology and Evaluation Criteria
J.D. Power conducted comprehensive research to produce the 2025 rankings, surveying more than 8,200 travelers who had rented vehicles at airport locations during the previous year. This substantial sample size provides statistically significant insights into rental car customer experiences.
The evaluation examined multiple factors that contribute to overall customer satisfaction:
Ease of renting: How simple and straightforward the rental process feels from reservation through vehicle return
Level of trust: Customer confidence in the rental car company’s pricing, policies, and service delivery
Vehicles and staff: Quality of the rental fleet and professionalism of customer service representatives
Value for price: Perception of whether the rental car cost aligns with the experience and service received
Digital tools: Effectiveness of mobile apps, online booking platforms, and digital check-in systems
These comprehensive criteria provide a holistic view of the rental car experience rather than focusing on a single aspect of service.
Time-Saving Benefits of Direct Pick-Up
The study revealed a significant finding that could change how travelers approach car rental pick-up at airports. Customers who bypassed the rental car counter and proceeded directly to the lot to retrieve their vehicles saved more than 7 minutes on average.
Azari Jones, rental car practice lead at J.D. Power, emphasized this efficiency opportunity: “Given options of loyalty programs, kiosks and rental car company apps, there are more ways than ever to bypass the rental car counter and customers who take advantage of that added convenience are enjoying the benefits.”
Maximizing Counter Value
However, Jones noted that rental car counters still serve important functions when leveraged properly. “The key for rental car companies looking to maximize customer satisfaction is to clearly communicate the value of direct pick-up for time-pressed travelers, and to add value at the counter by delivering personalized service and more fully addressing customers’ questions and concerns.”
This suggests that while direct pick-up options offer speed advantages, counter interactions should provide enhanced customer service for those who choose or need that traditional approach.
Gas Price Context for Road Travel
The rental car rankings arrive as fuel costs continue declining, potentially making road trips more economical for travelers. According to AAA, the current national average for a gallon of gas hovers just over $3—a price point that makes driving more attractive compared to recent years.
Interestingly, despite Americans taking to the roads in record numbers during 2025, demand for gas has actually “fallen to a four-month low,” according to AAA data. This paradox likely reflects increasing fuel efficiency in vehicle fleets and growing adoption of hybrid and electric rental vehicles.
The combination of lower gas prices and improved vehicle efficiency creates favorable conditions for rental car travel, potentially contributing to continued strong performance in the car rental industry.
Money-Saving Strategies for Rental Car Reservations
Regardless of which rental car company travelers choose, numerous strategies can reduce rental car costs:
Membership Program Discounts
AAA memberships often provide discounted rental rates and additional benefits like free upgrades or insurance coverage. Many travelers overlook these valuable perks already available through their memberships.
Airline loyalty programs frequently partner with rental car companies to offer preferential rates and earn additional miles or points. Checking loyalty program portals before booking can reveal exclusive offers.
Costco members can access the Costco Travel portal, which often features competitive rental car rates with added benefits like additional drivers at no charge—a feature that typically incurs extra fees.
Location-Based Savings
Renting away from airports can yield significant savings, as airport rental locations typically include facility fees and concession charges that off-airport locations don’t carry. However, this strategy requires evaluation based on specific circumstances.
In large cities like New York City, airport rental locations may actually offer more competitive pricing than neighborhood locations due to higher volume and different fee structures. Comparing both options helps identify the best value.
Booking Timing Strategies
Rental car prices fluctuate based on demand, similar to airline tickets. Booking during lower-demand periods or well in advance can secure better rates. However, continuing to monitor prices after booking and rebooking if rates drop can maximize savings—provided the rental car company allows free cancellations.
Insurance Considerations
Understanding your existing auto insurance coverage and credit card benefits can prevent paying for duplicate rental car insurance. Many credit cards provide collision damage waiver coverage when used to pay for rentals, potentially saving $15-30 per day.
However, travelers should verify coverage details, as policies vary significantly and some exclude certain vehicle types or rental locations.
Digital Transformation in Car Rentals
The J.D. Power study highlights the increasing importance of digital tools in the rental car experience. Mobile apps and online platforms now enable:
Digital reservations with full price transparency and vehicle selection
Mobile check-in that allows skipping counter lines
Digital key technology for some premium rental programs
GPS integration through smartphones, eliminating separate GPS rental charges
Digital documentation that speeds up the rental and return process
Companies investing in these technologies appear to gain customer satisfaction advantages, as travelers increasingly expect seamless digital experiences across all service industries.
Loyalty Program Benefits
Both Enterprise and National operate loyalty programs that reward frequent renters:
Enterprise Plus provides members with faster service, free rental days, and special offers. The program requires no annual fee and allows members to earn points on eligible rentals.
Emerald Club (National’s program) offers similar benefits plus the Emerald Aisle experience, where members can select any vehicle in the aisle at no additional charge—providing potential upgrades.
These programs demonstrate value for travelers who rent vehicles regularly, whether for business or leisure purposes.
Industry Trends and Consumer Expectations
The 2025 rankings reflect evolving consumer expectations in the rental car market:
Transparency: Travelers increasingly demand clear pricing without hidden fees or surprise charges at the counter.
Flexibility: The ability to modify or cancel reservations without penalties has become an expected feature rather than a premium benefit.
Vehicle quality: Customers expect newer vehicles with modern safety features and technology integration.
Contactless service: Post-pandemic preferences for minimal contact continue influencing rental car operations and customer preferences.
Sustainability: Growing interest in electric and hybrid rental vehicles reflects broader environmental consciousness among travelers.
Companies successfully addressing these evolving expectations position themselves for higher customer satisfaction scores and market share growth.
Regional Variations in Rental Car Experience
While the J.D. Power study focuses on North American operations, rental car experiences can vary significantly by region and location type:
Airport locations typically feature larger fleets and more brands but include higher fees
Neighborhood locations may offer more personalized service and lower costs
Tourist destinations often see higher prices during peak seasons
Business-focused markets may feature more premium vehicle options and faster service
Understanding these variations helps travelers set appropriate expectations and choose optimal rental locations for their specific needs.
What the Rankings Mean for Travelers
The 2025 J.D. Power rankings provide valuable guidance for consumers making rental car decisions:
Top-ranked companies like Enterprise and National demonstrate consistent performance in delivering satisfactory rental experiences
Mid-tier companies may offer acceptable service at potentially lower prices
Lower-ranked companies might still serve specific needs but may require lower expectations or offer significant budget advantages
However, individual experiences can vary based on specific locations, vehicle availability, and staff members—making rankings one factor among several in rental decisions.
Looking Ahead: Future of Car Rentals
The rental car industry continues evolving with emerging trends likely to shape future rankings:
Electric vehicle integration: As EV infrastructure expands, rental companies incorporating more electric vehicles may gain customer satisfaction advantages.
Autonomous vehicle trials: Some companies are testing self-driving technology that could transform the rental experience.
Subscription models: Alternative ownership and rental models may disrupt traditional daily rental approaches.
Enhanced personalization: Data analytics enabling personalized vehicle recommendations and services could differentiate leading companies.
These innovations suggest the rental car landscape will continue changing, potentially reshaping future customer satisfaction rankings.
Making Informed Rental Decisions
The Enterprise victory in the 2025 J.D. Power rankings highlights the importance of customer-focused operations in the competitive rental car market. However, the best rental car choice depends on individual circumstances, including:
Budget constraints and available discount programs
Loyalty program memberships and accumulated benefits
Specific location and vehicle availability
Rental duration and mileage requirements
Insurance coverage and protection needs
Considering these factors alongside satisfaction rankings helps travelers make optimal decisions for their particular situations.
At The Inspiring Insight, we recognize that smooth, reliable transportation forms the foundation of successful travels. The 2025 rental car rankings demonstrate that companies prioritizing customer experience, investing in digital innovation, and empowering employees to deliver exceptional service earn traveler loyalty and industry recognition. Whether you’re planning a cross-country road trip, need business travel transportation, or simply want reliable wheels for a weekend getaway, understanding which rental car companies consistently deliver quality experiences helps ensure your journey begins and ends on a positive note. The road ahead looks promising for travelers who do their research and choose their rental car partners wisely.
